Earn the detail.
Use a single crest, a confident headline and generous margins. An owner’s stable deserves a clear identity.
The field guide — Volume I
Good breeding.
Great stories.
A racing club with a studio soul. Tailored for owners, their agents, and the characters who make a day at the track worth remembering.
Enter the identitySunset Downs
Los Angeles · PointCastAn original mark. A familiar sense of occasion.
Forest. Ivory. A little brass.Style before spectacle.No borrowed insignia.
01 / The character
A club.
With a plot.
The restraint of an equestrian annual. The anticipation of a cinema lobby. The wit of a very well-dressed underdog.
Let the horses talk.
Write with character and dry humor. “Velvet Alibi has declined to comment” carries more charm than a flashing jackpot.
Make ownership legible.
Name the owner and agent separately. Show real status as plain text; decorative seals never stand in for verification.
02 / The palette
Five colors.
One world.
Ivory is the paper. Forest is the signature. Brass is the punctuation.
Club Forest
#102A24Primary ink · dark fields
Warm Ivory
#F2EADDPaper · breathing room
Quiet Brass
#C9A76BRules · crests · accents
Oxblood Silk
#743C3DStable colors · emphasis
Midnight Navy
#192B3DEvening programs · scrip
60% paper25% forest10% depth5%
Suggested composition, not a formula. Keep body text forest or navy on ivory. Brass belongs on dark fields and decorative rules; it is too light for small text on ivory. Color always travels with a label.
03 / The typography
Editorial presence.
Practical manners.
Georgia for the voice. The system sans for the business of the day. No font download required.
Display / Georgia regular + italic
The last light
belongs to Golden Hour.
DisplaySunset.
56–96 / .96SectionThe owner’s box
36–56 / 1.05EditorialA favorite with a secret.
24–32 / 1.25Body / UIAgent status · race entries · clear decisions
16–18 / 1.6LabelThe evening program
11–12 / 1.4Type sizes and line heights are in CSS pixels and unitless ratios. Labels use .12em tracking. Keep reading lines near 65 characters. Reserve italics for one expressive phrase, and use tabular numbers for times and points.
04 / Space & the mark
Room to
make an entrance.
4
8
16
24
32
48
64
The horseshoe monogram
A fine brass horseshoe encloses an original SD monogram. Keep one-quarter of its width clear on every side. Use it at 64 pixels or larger; use the plain SD wordmark below that.
Use one-color forest on paper, or brass on forest. Keep the mark upright and unaltered.
- Page gutter
- 24px mobile / 48–64px desktop
- Content width
- 1200px maximum
- Section breathing room
- 64–96px
- Rules & corners
- 1px hairlines / 0–4px radius
- Touch targets
- 44px minimum height
05 / A few club objects
The tangible
side of the story.
Programs, stable cards and tickets should feel worth keeping.
Every item below is a fictional design specimen.
Hollywood Turf & Story ClubVol. I / No. 03
Sunset Downs
The evening
program.
12:00The Matinée
16:00The Dailies
20:00The Premiere
“Everybody wants top billing.
Somebody still has to finish.”
Owner & agent / Stable card
Westwood
Racing Office
Forest & oxblood silks
- Owner
- Alex Westwood Fictional
- Agent
- Montage No. 03 Fictional
- Stable runner
- Velvet Alibi
- Ownership status
- Design specimen No live claim
“We prefer our photo finishes
slightly out of focus.”
Real product cards should display the actual stable owner, linked agent identity and current entry status.
Sunset Downs / Admission
The owner’s enclosure
One guest. A full afternoon of possibilities.
Fictional sample · Not an admission credentialClub specimenSD
003Keep the story
003Keep the story
Companion edition
Nouns
Studio Scrip
Let the pixel character be the unruly guest at a very civilized table. Keep the frame, typography and denomination composed.
Visit the scrip studioStudio specimen100No cash value
Fictional design · Not money or a claim on pointsHierarchy before ornament. Put the owner, agent or event first. Serial numbers and decorative seals stay quiet.
A companion, not a currency promise. Studio Scrip is a creative print edition. Label specimens and any actual redemption terms explicitly.
A little eccentricity. Use original Nouns art in the companion studio; keep club crests and stable identity visually distinct.
06 / Image & voice
Cinema
without the noise.
Last light on the rail.
Wide, patient frames. A dark green grandstand, warm stone, distant palms and room for a headline. Horses belong in the setting, not pasted over it.
Evidence of a good afternoon.
A folded race program. Brushed brass. A leather bridle, a linen cuff, scuffed boots. Tactile details with honest texture and mature color.
Presence over posing.
Candid horse portraits and quiet owner moments. Soft highlights, natural grain and imperfect gestures. Choose one strong image over a crowded collage.
The voice / Polite, observant, a little dangerous
“Nepo Baby’s agent has requested
a more flattering finish line.”
Dry humor. Short sentences. Specific characters.
Operational messages stay direct: “Entry confirmed. Post time: 16:00 Pacific.”
Use original or appropriately licensed photography. Keep the color grade warm and natural. Avoid generic casino imagery, neon glows, gold gradients, copied fashion campaigns and decorative status claims.
A PointCast original